Any marketing agency worth its salt will tell you that creating a blog at your website is a key way to build traffic.
The most common response to this suggestion is a huge groan, followed by: 'I haven't got time to write a blog...' or 'How is a blog going to help me?' or even 'Why would I pay someone to write me a blog?'
Professional copywriters and marketing agencies understand all these objections, and frequently encounter them at the start of mapping out a content marketing plan.
There's an excellent guide to content marketing at Hubspot, which states:
The moment we start talking about lead generation, the objections tend to die away because this is what blogs, ebooks and other free content are all about: drawing people to your website, giving them an inspirational experience for free, and encouraging them to learn more about what you can do for them.
All your blogging and social media activity should be closely aligned to your business priorities. Be sure to make your content work for you from the outset.
The real value is in 'evergreen content' - writing that continues to deliver you leads long after it is created, freeing you up to play with other ways of bringing in new business.
A blog usually sits right at the top of the marketing funnel. Posts attract visitors to your website. The content is readable, entertaining, and informative. It addresses a need or a problem, and it starts a relationship with your potential customer.
Once you have published your pithy, informative content, you will want to publicise the fact. To do this, you need social media. Planning when and how to spread the word about your excellent blog post will take the pain out of keeping on top of all your new content.
Start by making sure you create a system of calendars to keep your team keep abreast of who is posting what and when, and how you are promoting your blogs.
Remember these key points:
- Set out your goals: what do you want your content to do?
- Identify your customers: who are you reaching out to?
- Decide what content to produce: blog posts, ebooks, newsletters, slideshares
TIP: Plan your editorial - use a spreadsheet or calendar to map out your content and schedule it.
In my next post I will talk about what to write about. This can be tricky if you aren't from an editorial background. But take heart. There are some tried and tested rules for blog publishing...